PUR3000 EXAM 2 STUDY GUIDE
QUESTIONS AND ANSWERS GRADED A+
2025/2026
Analytics - ANS A term describing the extensive use of data, statistical and quantitative
analysis, explanatory and predictive models, and fact-based management to drive decisions and
actions.
Communications audit - ANS a systematic documentation of an organizations communication
efforts to understand how it communicates with its public's
Constraint recognition - ANS when people detect a problem or situation in their environment
but perceive obstacles that limit their behavior to do anything about it
Demographics - ANS Data describing objective characteristics of a population including age,
level of income or highest educational degree obtained
External publics - ANS people outside the organization
Formal research - ANS Research designed with clear rules and procedures for collection and
analysis of information
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Formative research - ANS conducted before and during implementation to inform planning
and program adjustment
In house - ANS When public relations people are employed directly within an organization
rather than working for an external agency or contracted as independent consultants.
Informal research - ANS Research conducted without clear rules or procedures, which makes
the findings difficult to replicate or compare to other research or situations
Internal publics - ANS Groups of people with shared interests within an organization
Level of involvement - ANS The degree to which people feel or think that a problem or issue
affects them
Mission statement - ANS a statement of the organization's steady, enduring purpose
Organizational culture - ANS The unique character of an organization comprised of beliefs,
values, symbols and behaviors
Primary public's - ANS Group of people identified as most important to the success of a
public relations campaign or program
Primary research - ANS original research conducted for a specific marketing situation
(systematic design, collection, analysis and application of original data or observation
Problem or opportunity statement - ANS A concise written summary of the situations that
explains the main reason for a public relations program or campaign.
1. Written in the present tense "what's happening now?"
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, 2. Describes the situation in specific and measurable terms
3. Does not imply solutions or place blame
(Comes from your research)
Problem recognition - ANS When people detect a problem or situation in their environment
and begin to think about it
Psychographics - ANS Data describing phychological characteristics of a population including
interests, attitudes and behaviors(groups of people who like to run or don't like to run, activists,
ppl who use social media, people who watch the news on TV)
Reliability - ANS Consistency and precision of a particular research technique
Research - ANS the systematic gathering of information to describe and understand
situations, and to check out assumptions about Publics and public relations consequences.
it's main purpose is to reduce uncertainty in decision making
Secondary publics - ANS groups of people who are important to a public relations campaign
or program because of their relationship with primary publics
Secondary research - ANS Collection, summary, analysis of application of previously reported
research
Situation analysis - ANS A report analyzing the internal and external environment of an
organization and its publics as it relates to the start of a campaign or program
All that is known about the situation including:
* it's history
* Forces impacting it
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
QUESTIONS AND ANSWERS GRADED A+
2025/2026
Analytics - ANS A term describing the extensive use of data, statistical and quantitative
analysis, explanatory and predictive models, and fact-based management to drive decisions and
actions.
Communications audit - ANS a systematic documentation of an organizations communication
efforts to understand how it communicates with its public's
Constraint recognition - ANS when people detect a problem or situation in their environment
but perceive obstacles that limit their behavior to do anything about it
Demographics - ANS Data describing objective characteristics of a population including age,
level of income or highest educational degree obtained
External publics - ANS people outside the organization
Formal research - ANS Research designed with clear rules and procedures for collection and
analysis of information
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Formative research - ANS conducted before and during implementation to inform planning
and program adjustment
In house - ANS When public relations people are employed directly within an organization
rather than working for an external agency or contracted as independent consultants.
Informal research - ANS Research conducted without clear rules or procedures, which makes
the findings difficult to replicate or compare to other research or situations
Internal publics - ANS Groups of people with shared interests within an organization
Level of involvement - ANS The degree to which people feel or think that a problem or issue
affects them
Mission statement - ANS a statement of the organization's steady, enduring purpose
Organizational culture - ANS The unique character of an organization comprised of beliefs,
values, symbols and behaviors
Primary public's - ANS Group of people identified as most important to the success of a
public relations campaign or program
Primary research - ANS original research conducted for a specific marketing situation
(systematic design, collection, analysis and application of original data or observation
Problem or opportunity statement - ANS A concise written summary of the situations that
explains the main reason for a public relations program or campaign.
1. Written in the present tense "what's happening now?"
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, 2. Describes the situation in specific and measurable terms
3. Does not imply solutions or place blame
(Comes from your research)
Problem recognition - ANS When people detect a problem or situation in their environment
and begin to think about it
Psychographics - ANS Data describing phychological characteristics of a population including
interests, attitudes and behaviors(groups of people who like to run or don't like to run, activists,
ppl who use social media, people who watch the news on TV)
Reliability - ANS Consistency and precision of a particular research technique
Research - ANS the systematic gathering of information to describe and understand
situations, and to check out assumptions about Publics and public relations consequences.
it's main purpose is to reduce uncertainty in decision making
Secondary publics - ANS groups of people who are important to a public relations campaign
or program because of their relationship with primary publics
Secondary research - ANS Collection, summary, analysis of application of previously reported
research
Situation analysis - ANS A report analyzing the internal and external environment of an
organization and its publics as it relates to the start of a campaign or program
All that is known about the situation including:
* it's history
* Forces impacting it
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
